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The future of brand tracking must be leaner and more focused

Date of publication: September 15, 2010

Catalogue: Congress 2010: The Changing Face Of Market Research

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Author: Adhil Patel

Abstract:

This paper describes a radical new approach to tracking research. As an industry, we need a paradigm shift and a change in expectations of the client in particular. This approach entails: shorter, more focused questionnaires (part of a fully modular tracking program which integrates multiple (including non-survey) data sources; planning and action workshops; and maximising action.

Adhil Patel

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Citation

Patel, A. (2010a, September 15). The future of brand tracking must be leaner and more focused. ANA - ESOMAR. Retrieved March 13, 2025, from


https://ana.esomar.org/documents/more-more-more